Transforming abandoned shopping carts into completed sales is a classic conundrum for any e-commerce company, and it's one that had been troubling Rob Schmelz, e-commerce manager for Central Restaurant Products. The company, which sells cooking and serving equipment to restaurants, hospitals, schools and other institutions, was even more frustrated about the problem because, thanks to website and email analytics, it could tell exactly which customers were leaving before completing their sales.
"If you've ordered or [signed up] on the site with an email, we know who you are via Omniture and [Central Restaurant Products' email marketing provider] Delivra," he said.
Hoping to reduce the number of abandoned carts, Schmelz, along with Delivra, implemented a triggered email program that would reach out to anyone who had filled a cart but left the site. The solution, which has been in place for three months, was custom-built for the company's shopping cart, said Carissa Newton , director of marketing for Delivra.
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